Customer preferences versus managerial decision-making in open innovation communities: the case of Starbucks
|Author||Martínez Torres, María del Rocío
Rodriguez-Piñero Royo, Francisco
Toral, S. L.
|Department||Universidad de Sevilla. Departamento de Administración de Empresas y Comercialización e Investigación de Mercados (Marketing)
Universidad de Sevilla. Departamento de Ingeniería Electrónica
|Published in||Technology Analysis & Strategic Management, 27(10), 1226-1238|
|Abstract||Customers can participate in open innovation communities posting innovation ideas, which in turn can receive comments and votes from the rest of the community, highlighting user preferences. However, the final decision about implementing innovations corresponds to the company. This paper is focused on the customers’ activity in open innovation communities. The aim is to identify the main topics of customers’ interests in order to compare these topics with managerial decision-making. The results obtained reveal first that both votes and comments can be used to predict user preferences; and second, that customers tend to promote those innovations by reporting more comfort and benefits. In contrast, managerial decisions are more focused on the distinctive features associated with the brand image|